Straight North

What evidence can you share that demonstrates the impact of the engagement?

Before we hired them, our cost per conversion was at an astronomical rate of $1200. After they came in and modified our key messaging and digital ad strategies, our average cost per conversion dropped to $365. 

How did Straight North perform from a project management standpoint?

Straight North is one of the most transparent and responsive companies that I’ve had the pleasure to work with. We didn’t know what to expect when it came to setting deadlines, so we relied on them heavily for scheduling. They stayed true to the suggested timeline and kept us updated along the way with biweekly phone conferences. Their project manager was very responsive to our needs and always had an answer for our inquiries. It was also nice to have their PPC specialist present during the meetings; he gave feedback on all of our business ideas, even for matters outside of the scope.

What did you find most impressive about them?

Their work was integral to our success, so I hold their optimizations in high regard. Straight North used their knowledge to transform how our team thought about PPC campaigns. They cleaned up our AdWords account and helped us focus on what was most important for our business.

Are there any areas they could improve?

They spent a significant amount of time conducting tests on material that they had already observed during the onboarding process. They should keep a record of their results so that they can refer to them and avoid redundant evaluations.

Do you have any advice for potential customers?

Have an honest conversation with your team. Map out what you hope to accomplish and how much you’re willing to spend. When we reached out to Straight North, we didn’t have a solid plan. One of the biggest disservices we did to Straight North was changing directions halfway through the project. Had we gone into the project knowing that we should spend our efforts on content-driven campaigns, we would have seen great results instantly.

What evidence can you share that demonstrates the impact of the engagement?

In the year that we’ve worked with Straight North, we’ve received more new customer orders than any of our previous years. Our website traffic has increased, our rankings have improved, and we have a stronger digital presence, which has definitely brought in a significant number of new clients.

How did Straight North perform from a project management standpoint?

We have a monthly teleconference to discuss the project and any updates or issues. Straight North is very friendly, yet they maintain a sense of professionalism in their work. Our partnership is very collaborative. We continuously send suggestions back and forth until we agree.

What did you find most impressive about them?

Overall, the entire experience has been positive. All of their work brings value to our business. I appreciate the way they handle the project and their high level of communication.

Are there any areas they could improve?

There are no areas for Straight North to improve because they are already so open to change. We consistently have discussions if we find that any element of the partnership needs to be tweaked.

Any advice for potential customers?

The technical terms involved in a project like this are pretty easy to pick up with a little bit of research. I recommend clients try to learn some of this language to get a better grasp of the type of services that Straight North is providing. This will result in a more efficient collaboration.

What evidence can you share that demonstrates the impact of the engagement?

One key metric we measure with these initiatives is the gross margin for the ROI across all paid channels. We’re generating four times what we spend on search and about two times on margin.

How did Straight North perform from a project management standpoint?

We have monthly strategy calls and weekly optimization meetings with Straight North. We have a weekly cadence for everything that needs to be done. We can also address anything that comes up in-between, like strategy discussions, planning new campaigns, implementing new tracking code, or creating new landing pages.

Our initial contact person went on maternity leave, but she was replaced by someone who is equally good. She’s responsive to what we need and flexible in working with us, especially if we have to turn something around quickly for a business meeting. She does a good job of harnessing their internal resources to put together whatever is required.

One of the things I love about Straight North is that they’re not hierarchical and it’s easy to communicate with them. They don’t have the overhead of a large agency.

What did you find most impressive about them?

Straight North was responsive during our journey from where we started to where we are today, and they’re honest and open about their limitations. We’ve had a few international expansions, which is a bit of a deficiency for Straight North, as they haven’t worked with other languages, especially European ones. I appreciate the fact that they’re open and honest about it.

Are there any areas they could improve?

I would love to continue working with them for international regions as well. Straight North should develop competency in foreign languages like French, German, and U.K. English. That would exempt us from working with multiple agencies.

Do you have any advice for future clients of theirs?

It’s important to define expectations and communicate them with a regular cadence so that there won’t be unexpected surprises.

What evidence can you share that demonstrates the impact of the engagement?

Our site traffic is four times higher than it was last year. SEMrush estimates we had only 93 views a day in August 2017. In August 2018, that number has grown to 386 views a day. A big reason we increased our budget with them was because of that uptick. They continue to push things forward in order to get the site ranked up near my competitors.

How did Straight North perform from a project management standpoint?

My account lead is excellent. She responds really fast and gives me an update every month. They describe the way they use their time in action steps, and they share those action steps every month. That includes what they’ve worked on in the past month, and how many action steps (e.g. backlinks or web content) they completed.

Every once a while, she’ll email me with ideas they can implement to boost our site. She always answers my questions within the day. It makes me feel good about where my money is going.

What did you find most impressive about them?

They’re very knowledgeable about SEO, and I'm trying to learn as much as I can. It’s been helpful to have a partner that I can ask all of my questions. I've never been left dissatisfied by their answers. They help me understand why they're doing things a certain way.

Any advice for potential customers?

Do the work upfront before starting the keyword research. Making sure you understand your target market really well. That will give Straight North a better starting point to do their research, and bring their creativity to the table.